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9. Digital Media Richard E. Caplan The University of Akron Christopher Burnett California State, Long Beach The Internet • Thousands of computer networks – No one owns the Internet Nicholas Moreau/stock.xchnge • Global • Completely different from traditional mass media • Fastest growing medium • Shaped by the relationships of its users What are Digital Media? • Traditional media – Print (books, newspapers and magazines) – audio (recordings and radio) – video (television, and movies) • Digital Media – All forms of emerging communication media • Combines text, graphics, sound and video – – – – Video games World wide web Streaming video MP3s Darren Hester/morguefile.com • Multimedia is media that combines text, graphics, sound and video New Digital Communications Network • Empowerment – Freedom from bureaucracy – Freedom from geographical limitations – Collaboration possibilities • Interconnectivity – Redefines mass media industries Richard Koci Hernandez/San Jose Mercury News • Simultaneous sending and receiving of information Digital Development • Combining all digital communication services – National Information Infrastructure (NII), 1994 • Guiding principles for the digital network 2. Full access for providers 3. Full access for consumers jmmelton/motleyimage 1. Built by private industry, not government Media Evolution • Digital media evolved from older forms – Interdependence • Is print media dead? – Book sales continue to be healthy – TV did not end radio or movies – Market adaptation – Old media contribute to the new media jmmelton/motleyimage • The new does not mean the end of the old Media Convergence • Convergence – Nicholas Negroponte, MIT Media Lab • Media industries combining – Buying and selling each other AP/Wide World Photo • Technologies merging • Media & computers creating a new type of communication Nicholas Negroponte Media Convergence Illustration 9.1 Digital Media Competition • Wealth of competing products – Often confusing for consumers • Economics, creativity and consumer demand – Irresistible forces for technological change • Pace of change – 30 year cycle – Paul Saffo World Wide Web and Access • Widespread adoption of email – Altered business and personal communication in the ‘90s jmmelton/motleyimage • Convenience • Comfortable adaptation of existing technology – Familiarity with the keyboard • Digital Divide – Between those using and those not using new technologies Developing the Internet • Tim Berners-Lee – Created programming to share scientific text, graphics and video electronically through links between sources – Named the sharing network the “World Wide Web” – Developed the first browser • Other Browsers – Marc Andreesen developed “Mosaic” – Others emerged later AP/Wide World Photos • Search Engines – Expanded use of the Web – Google, Yahoo, etc. • Public Domain – Berners-Lee gave his discoveries to the public Tim Berners-Lee Universal Access – Anarchy? • No national boundaries • Limited only by – Availability of digital technology – Economics • Promotes free media Bob Daemmrich/Image Works • Internet is open to anyone • A world without rules or laws Illustration 9.2 Commerce, Entertainment & Info • Paying for use of Web – Internet service provider (ISP) • America Online, Comcast, etc. • Promoting commerce – Amazon.com – eBay.com • Accepting Advertising – Electronic buyer feedback – Ad robots – Search marketing • Providing Content – Wall Street Journal – Apple iTunes Chasing the Mobile Media Audience • Internet and Cell Phones – The newest market • Podcasting • Blogs • Personal Web Pages – MySpace – Facebook Internet Advertising Illustration 9.3 Going Wireless Illustration 9.4 Regulation and Intellectual Property • Failed regulatory attempts – Communications Decency Act, 1996 • Intellectual Property – Creative works • Unprotected on the Internet ©Jacques M. Chenet/Corbis • Attempt to restrict Internet content • Struck down by U.S. Supreme Court Ownership of Web Content • Already copyrighted material – Recordings, books and movies – Easy, worldwide access a danger • Digital Millennium Copyright Act (DMCA) – Passed by Congress in 1998 – May NOT share copyrighted material on the ‘Net • Napster, MP3 & Grokster – Napster found liable for copyright infringement – MP3 paid $70 million damages – Grokster settled with RIAA and MPAA • Darknets – File sharing outside of public view Internet Challenges • Free Access – Spam • Improved Storage – Data Compression – Improved servers • Compatible Delivery – Conversion to a standard digital system is complicated and expensive • Personal Privacy – Protecting important consumer information Emerging Technologies • Digital Subscriber Line (DSL) – 50 times faster than modem – Always “on” – A person’s online identity • Personalized Channels – RSS • Really Simple Syndication – Customized Internet Interaction • Wikis – From Hawaiian for “fast” – Collective information pages Richard Bliss/morguefile.com • Virtual Reality Avatars ©Bill Freeman/PhotoEdit Critical Discussion 1. Can you think of any areas in which the Internet could use some regulation? In what ways would you recommend that the Internet be regulated? 2. What breakthroughs do you see in digital media over the next decade? What role will cell phones play in these changes?